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Brand Strategy

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Brand Strategy

Aquent helped a top consumer-lending products company identify and hire the interim brand strategy talent it needed after a major acquisition.

Challenge

Our client, a diversified global financial services company with nearly 50 million customer accounts, acquired a top U.S. health care financing provider. The company needed an interim brand manager to develop an integrated brand marketing strategy to align existing collateral with its brand standards. Aquent understood that the client was under intense pressure to hire an experienced brand marketer who could hit the ground running.

Aquent Solution

Within a week, Aquent identified three highly qualified candidates. The candidate the client chose quickly developed a consistent marketing strategy across all channels, including online and print. As an impartial outsider, the talent was able to assemble the sales force and marketing team to objectively discuss collateral needs while offering a fresh perspective and providing new insights. The talent established a streamlined literature system, dramatically reducing the number of client brochures from 72 to fewer than 10. Having completed the rebranding and collateral initiatives ahead of schedule and before the end of her four-month assignment, the talent also assisted with the launch of a transactional Web portal for physicians and dentists.

Impact

The client established a compelling, consistent brand that accurately represented the organization in light of its recent acquisition. By clearly identifying the company’s collateral needs from the beginning, Aquent’s talent was able to develop brochures that had impact, were easy to read, and could be customized for different audiences. The talent’s participation in the portal enabled the client to launch the site ahead of schedule and under budget and to generate revenue from increased online physician registrations and patient financing applications.

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